march, 2021

sun14mar(mar 14)18:00tue16(mar 16)14:302021 EFMD MBA ConferenceDesigning the MBA Journey18:00 - 14:30 (16) CET Location: St. Gallen, Switzerland

Event Details

The content of this page has been carried through from the postponed event.
Some speakers and sessions are still pending confirmation.

When designing an MBA programme, it is important to think about the entire customer journey, and to think specifically about its three main phases: 1) pre-programme 2) in-programme 3) post-programme. Using the concept of a “journey” as the red thread, we want to discuss the key design principles that naturally lead to a coherent, connected and meaningful experience for our customers, as they journey from being candidates, to students, and finally to become our alumni. The objective is to see the connections across all three phases, how one impacts the other. Each MBA programme must create its own unique journey, there is no one template or best practice example to follow. The conference will thus focus not on the “what” but on the “how” of designing a meaningful MBA experience.
This event is aimed at MBA Directors and business school staff involved in part-time, full-time and executive MBA programmes.

Programme

Chaired by:

  • Ewa Maciejewski, Head of MBA Programmes & Career Services, University of St. Gallen, CH
  • Andrew Dalik, Strategic Brand Projects Senior Manager, University of St. Gallen, CH

Sunday 14 March

18:30 – 19:00

Registration

19:00 –21:30

Welcome Apéro Riche, Networking & Games

Monday 15 March

08:30

Registration

09:00 – 09:30

Welcome & Introduction

  • Friedemann Schulze-Fielitz, Director, Business School Services, EFMD
  • Simon Evenett, MBA Academic Director, University of St. Gallen, CH

09:30 – 10:00

Opening & Keynote Speech

  • Ewa Maciejewski, Head of MBA Programmes & Career Services, University of St. Gallen, CH
  • Andrew Dalik, Strategic Brand Projects Senior Manager, University of St. Gallen, CH

10:00 – 10:30

Positioning
If you remove the logo, will they still recognise your school? Are you clear on the landscape you are operating in, articulating your internal competencies, and do you know your audience? Do you build it and they will come? Or do you need to start with the person in mind and the specific needs they have? Positioning an MBA programme is key to setting the right expectations and communicating authentically throughout the journey.

  • Paula Robles, Executive Director, IE Business School, ES

10:30 – 11:00

Coffee break

11:00 – 11:30

Creating the Right Class
Creating the right class is about attracting people who are aligned with what you do and stand for. Having the right operational capacity to deal with your stakeholders is key. The criteria for creating the right class may touch on the right “mix” (ages, nationalities), on “diversity” (gender balance), on “career fit”, or indeed on a set of common “values”. At times, creating the right class may conflict with external selection criteria, such as University set academic standards.

  • Natalie Naveda, Admissions, Recruiting & Marketing Manager, University of St. Gallen (SIM), CH

11:30 – 12:00

Talent Assessment
Assessment is part and parcel of the admissions process, it is the final “quality check”. What are the right tools for assessment, digital or other? How do we know that they work? To what extent do these assessments align with industry practices? To help us think through this topic, we will look at the history of assessment, the tools used, and what the future holds in store for talent sourcing and development.

  • Bibi Hahn, Managing Director Advisory Business, Korn Ferry, DE
  • Eric Wenzel, Senior Client Partner, Korn Ferry, DE

12:00 – 12:30

Moderated Panel Discussion

  • Paula Robles, Executive Director, IE Business School, ES
  • Natalie Naveda, Admissions, Recruiting & Marketing Manager, University of St. Gallen (SIM), CH
  • Bibi Hahn, Managing Director Advisory Business, Korn Ferry, DE
  • Eric Wenzel, Senior Client Partner, Korn Ferry, DE

Moderated by Andrew Dalik & Ewa Maciejewski, University of St.Gallen MBA, CH

12:30 – 13:30

Lunch

13:30 – 14:00

Relevancy
A premium is placed on MBA programmes that are seen as up-to-date, practice-focused, and industry-linked. The pressure to continually evolve curricula and update course content is high. What tools are there to create live curricula with, and how can they be used both during, and even before the programme start? What other insights can such tools bring?

  • Simon Evenett, Academic Director, MBA, University of St.Gallen, CH
  • Andrew Jack, Global Education Editor, Financial Times, UK

14:00 – 14:30

Holistic Development
Unlike many other master degrees, MBA programmes promise a holistic education, whereby academic, personal, and career development are addressed in one package. How can we create learning activities that effectively weave into the MBA experience?

  • Gitte Kramhøft Jakobsen, Head of MBA Programme Management, Copenhagen Business School, DK
  • Elmar Jung, Partner, Implement Consulting Group, CH

14:30 – 15:00

Delivery Models
The pressure to innovate, develop new products and delivery formats, means that programmes must seek ways to increase their output without increasing their input. That means developing new partnerships and alliances that benefit all parties involved. These become new “business models” for how we operate, and create value.

  • Nick Barniville, Associate Dean, Degree Programs, ESMT Berlin, DE

15:00 – 15:30

Coffee break

15:30 – 16:45

Group Workshops

A1 Relevancy

  • Simon Evenett, Academic Director, MBA, University of St.Gallen, CH

A2 Holistic Development

  • Gitte Kramhøft Jakobsen, Head of MBA Programme Management, Copenhagen Business School, DK

A3 Delivery Models

  • Nick Barniville, Associate Dean, Degree Programs, ESMT Berlin, DE

16:45 – 17:00

Summary of Workshop Findings

  • Simon Evenett, Academic Director, MBA, University of St.Gallen, CH
  • Gitte Kramhoft Jakobsen, Director MBA/EMBA, Copenhagen Business School, DK
  • Nick Barniville, Associate Dean, Degree Programs, ESMT Berlin, DE

17:00 – 17:15

Wrap up of conference day

  • Ewa Maciejewski, Head of MBA Programmes & Career Services, University of St. Gallen, CH
  • Andrew Dalik, Strategic Brand Projects Senior Manager, University of St. Gallen, CH

18:45

Meeting in lobby to walk to dinner venue

19:00

Conference dinner

Tuesday 16 March

08:30

Registration desk open

09:00 – 10:15

Future Work Readiness
Successful transition into the post-programme phase means finding a match between what MBAs bring and what employers need. Designing for the Future of Work is about finding the product market fit for that future. So how can you stay agile, and be able to create a programme that you can iterate every year to meet the needs of both short- and long-term?

  • Michael Liley, Future of Work, Partner, Deloitte
  • James Barker, Market Development Manager, GMAC, UK

10:15 – 10:45

Coffee break

10:45 – 11:45

Skill Sets
Many companies say they hire for “attitude”, and then they train for the skill-set. In the MBA world, we train for both. In order to be truly effective, the skills we train must be those companies need. In a technology driven world, to what degree can MBA programmes truly match what companies already do inhouse? How advanced should our MBAs digital skills be, where do we start and where do we end?

  • Employers Panel (representatives from tech companies in CH)

Moderated by Andrew Dalik & Ewa Maciejewski, University of St.Gallen MBA, CH

11:15 – 11:45

Coffee break

11:45 – 12:15

Happiness, Purpose and Fulfilment
As providers of MBA programmes, how do we increase the level of satisfaction of our stakeholders: our students, our alumni and the faculty and staff who support them? Is there a difference between happiness and purpose and fulfilment, and is this an important distinction to understand when designing an MBA journey? This session will investigate the topic in both short-term and long-term perspectives, drawing on examples. The discussion will be part aspirational but will also deal with reality, from the operational challenges, to departmental challenges that we face when managing the relationships as an applicant transitions from student to alumnus.

  • Michael Robinson, Director, MBA Admissions, Columbia Business School, USA

12:15 – 12:30

Closing Remarks & welcome to the 2021 Conference

  • Ewa Maciejewski, Head of MBA Programmes & Career Services, University of St. Gallen, CH
  • Andrew Dalik, Strategic Brand Projects Senior Manager, University of St. Gallen, CH
  • Friedemann Schulze-Fielitz, Director, Business School Services, EFMD

12:30 – 14:00

Lunch

Host

University of St. Gallen - Master of Business Administration

Location

St. Gallen, Switzerland

Time

14 (Sunday) 18:00 - 16 (Tuesday) 14:30 CET

Address

Hotel Einstein

Berneggstrasse 2, 9000 St. Gallen, Switzerland